To a lot of people, selling in general is not second nature, and promoting oneself runs against deeply ingrained social strictures about modesty. How DOES one

To a lot of people, selling in general is not second nature, and promoting oneself runs against deeply ingrained social strictures about modesty. How DOES one hype oneself without being boastful? How DOES one sell without coming across as fake? What things about oneself WOULD the hiring manager find appealing? These are all questions whose answers are far from obvious to probably the majority of job applicants.